Reminder: Support for Expanded Text Ads Ends on June 30, 2022
03/02/22 - Granular
Granular analysis and first look
Google’s decision to end support for expanded text ads marks a significant shift in search advertising. PPC professionals need to adapt by transitioning to responsive search ads (RSAs), which promise better performance and flexibility. This change presents opportunities to optimize campaigns through advanced tools and best practices, ultimately enhancing ad effectiveness and conversion rates.
In-depth Summary
Key Points:
- Effective Date:
- June 30, 2022, marks the end of support for the creation and editing of expanded text ads.
- Ongoing Support:
- Existing expanded text ads will continue to serve.
- Performance reports for these ads will still be available.
- Actions such as pausing, resuming, and removing expanded text ads will remain possible.
- Ad Types Still Supported:
- Call ads and Dynamic Search Ads.
Preparation Steps:
- Add RSAs to Each Ad Group:
- Ensure at least one RSA per ad group by June 30, 2022.
- RSAs can increase conversions by 7% on average at a similar cost per conversion.
- Best Practices for Creating RSAs:
- Repurpose high-performing content from expanded text ads.
- Aim for ‘Good’ or ‘Excellent’ Ad strength.
- Use feedback and action items provided by Ad strength metrics.
- Improving Ad strength from ‘Poor’ to ‘Excellent’ can result in 9% more clicks and conversions.
- Utilize Tools and Insights:
- Check the Recommendations page for customized suggestions.
- Pin important headlines or descriptions to specific positions in RSAs.
- Use ad variations to test different asset versions.
- Review cross-campaign asset reporting to identify high-performing headlines and descriptions.
- Replace low-performing assets with better-performing ones.
- Performance Evaluation:
- Assess ads based on incremental impressions, clicks, and conversions.
- Pair broad match keywords and Smart Bidding with RSAs for better results.
- Advertisers using broad match and Smart Bidding with RSAs see an average of 20% more conversions at a similar cost per conversion.
- Additional Resources:
- Refer to Google’s guide on creating effective RSAs for more best practices.
Conclusion:
Transitioning to RSAs is crucial for maintaining ad performance and leveraging new opportunities. Following Google’s recommended practices will help advertisers optimize their campaigns and achieve better results.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google I/O: Making AI helpful for everyone